According to the Kellogg School criteria, what qualities are essential to a strong Super Bowl ad?
The Kellogg School Super Bowl Advertising Review ranks ads using a set of criteria developed by Kellogg professors, known as ADPLAN: Attention, Distinction, Positioning, Linkage, Amplification and Net Equity Super Bowl ads must first break through the clutter and grab viewers’ attention. Strong branding is equally important, because it enables the audience to fully understand and recall the product or service being sold. The stakes of Super Bowl are incredibly high; therefore, to be effective, ads must demonstrate likeability and offer some sort of entertainment value to viewers. Finally and arguably most importantly, an effective ad must give consumers a reason to go out and buy the product. At the end of the day, the main reason for Super Bowl advertising is to drive sales.
